Answer the following questions in an overall 4-5page brief essay format (double-spaced, 12 pt Times or Ariel font, 1” margins). Please write about one page as response to each question.

What marketing-related factors account for the success of IKEA?
Do you agree with the matrix approach described in Figure B of the case? Why or why not? How might IKEA improve upon it?
What positive and negative effects could an “IKEA lite” concept have on the brand? (smaller satellite stores with limited selection of impulse or staple items for sale)
How could IKEA improve its value proposition to make it even more attractive to the U.S. consumer than it already is?